Core Insights - The company has launched a novel titled "The Snow King Sells Coffee in Ancient Times" as part of a brand engagement initiative, which is serialized on purchase receipts [1][4] - The novel consists of 20 chapters, with a daily update schedule, aimed at enhancing customer interaction and brand experience [4] - The company also produced a short drama based on the novel, which was released on various platforms, further promoting its brand narrative [7] Financial Performance - For the first half of 2025, the company reported a revenue of 14.87 billion yuan, a year-on-year increase of 39.3% [7] - Gross profit reached 4.71 billion yuan, up 38.3% year-on-year, while net profit was 2.72 billion yuan, reflecting a 44.1% increase [7] - Revenue growth was primarily driven by increased sales of goods and equipment, as well as franchise and related service income [7] Operational Insights - The company has expanded its store network to 53,014 locations globally, adding 9,796 new stores compared to the previous year [8] - The summer competition among major delivery platforms has positively impacted the average revenue per store, although it has also led to some negative effects on service quality and customer experience [8] - The company anticipates that the growth rate of its delivery business will normalize following a surge in orders during the summer [8]